Let's face it, Italian designers have been nipping over for some London inspiration for decades. Now it's time to give something back to the community - the community that is us. First in line is Cheap and Chic, Moschino's younger, fun-er and er, cheaper line which shows tomorrow, has brought a free juice bar to its west end store for the benefit of malnourished and under irrigated fashion-goers - and given The Telegraph an exclusive peak at its autumn/winter 2011.

Perhaps the most interesting aspect of Moschino's Cheap and Chic show tomorrow will be gauging what impact, if any, a switch of geography will have on its image. There's no doubt that when Miu-Miu emigrated from Milan to Paris Fashion Week, as part of a concerted strategy to elevate its second-line status, the ploy worked. But that tactic was deployed alongside an overhaul and upgrade of Miu-Miu's stores and - it did not escape our notice - a commensurate upgrade of its prices.

Rossella Jardini, creative director at Moschino and Cheap and Chic wouldn't commit to any time-table regarding London. "it's been one of my desires [to show here] for a long time . But this seaon finally everything came to London and yes, we want to give Cheap and Chic more autonomy and visibility".

While the powers that be in London, Miland and New York continue to lock horns over fashion week dates, it's fascinating to see designers getting on with showing in the cities they feel best suit their label's personality. "I can't say putting on a show in another country is easy, " says Jardini "but then I saw the location , a Georgian house in Portland Place …it was perfect for my idea. Our collections are full of Englism elements, from tarton to the telephone box, from rock and roll to the extravagance of the accessories".

Inevitably there won't be as many international press as there are in Milan, but Jardini has factored that into the equation. "It seems to me there's been a clever recuritiment of international brands in London. The Us and Italians will be present as wellas the French and Russians. We'll lose some Far East Press but we'll have a season to close that gap. I think there's a strong chance other younger Italian brands might follow us".